Keyword Strategy

Keyword strategy is the process of choosing which keywords to target in order to rank higher in search engine results pages (SERPs) and drive relevant traffic to your website.

What Is a Keyword in the Context of SEO?

A keyword is a word or phrase that describes the content of your webpage. In SEO, keywords are used to help search engines find and rank your website in search results. When choosing keywords, it’s important to think about how people might search for your content. For example, if you’re writing about dog breeds, you might want to use keywords like “dog,” “dogs,” “puppy,” and “puppies.”

You can use keyword research tools like Google AdWords Keyword Planner and Moz Keyword Explorer to find popular keywords that people are searching for. Once you’ve chosen your keywords, you can use them in your website’s title, meta tags, headings, and content to help improve your website’s SEO.

SEO keywords are different than the keywords you use for paid search ads. Paid search keywords are the words and phrases that people use when they’re searching for products or services on Google, Yahoo, or Bing. These keywords are what you bid on in a pay-per-click (PPC) campaign. SEO keywords are the words and phrases that people use to find your website through organic search results.

When choosing SEO keywords, it’s important to think about how people might search for your content, and then choose keywords that are relevant and popular.

Factors to Consider When Choosing Keywords

There are a number of factors to consider when choosing keywords, including:

1. Keyword Search volume

Search volume is the number of times a particular keyword is searched for on a given platform, such as Google, Bing, or Yahoo. This metric can be used to gauge the interest or popularity of a certain topic, and it is often used by businesses to inform their content strategy.

There are a few different ways to measure search volume. The most common method is to use data from Google AdWords, which offers keyword-level data on average monthly searches. Other platforms, such as Amazon and eBay, also provide their own internal data on keyword search volumes.

Third-party tools, such as SEMrush and Moz, also offer estimates of keyword search volume. These tools use their own data sources and algorithms to estimate search volume, so there can be some discrepancies between their data and that of the platforms themselves.

Search volume is just one metric that can be used to gauge interest in a certain topic. Other factors, such as click-through rate and conversion rate, can also be helpful in understanding how popular a particular keyword is.

2. Keyword Competition

Keyword search volume is the number of times a particular keyword is searched for in a given period of time. This metric is important for understanding the popularity of a given keyword and how much demand there is for it.

Search volume can fluctuate over time, so it’s important to track it on a regular basis. A sudden spike in search volume may be indicative of a new trend or interest in a particular topic. Conversely, a sharp decline in search volume may indicate that a topic is losing popularity.

3. Keyword Relevance

Keyword relevance is one of the most important factors in search engine optimisation (SEO). It is a measure of how well a keyword or phrase describes the content on a web page.

The higher the relevance, the more likely it is that the page will rank high in search engine results pages (SERPs) for that keyword or phrase. There are a number of factors that contribute to keyword relevance, including the use of keywords in the title and body of the page, as well as in other tags and attributes such as meta tags and anchor text.

For instance, we have created a Local SEO Company page on our website knowing that users that are searching for Local SEO services want to see a page that is dedicated to that service.

Search engines use algorithms to determine the relevancy of a given web page to a particular search query. The criteria for these algorithms vary from engine to engine, but they typically take into account a number of factors, including the frequency and position of keywords on the page, as well as the overall topic of the page.

The relevance of a given web page can also be affected by the pages that link to it, as well as the anchor text used in those links. In general, the more relevant a page is to a particular keyword or phrase, the higher it will rank in search results.

However, it is important to note that keyword relevancy is just one factor that contributes to overall SEO success. Search engines also consider factors such as site structure, site content, and user experience when determining how to rank results. As such, a comprehensive SEO strategy should focus on all aspects of optimising a website, not just on improving keyword relevancy.


To choose the right keywords, start by brainstorming a list of potential terms related to your business or website. Then, use a keyword research tool like Google Keyword Planner to check search volume and competition for each keyword. Finally, narrow down your list to a few high-quality keywords that you can realistically compete for.

Keyword strategy is an important part of SEO (search engine optimisation) and can help you drive relevant, targeted traffic to your website. Important factors like Keyword Stuffing, Proximity, Density, Cannibalisation, and Intent must all be considered as part of a cohesive keyword strategy.

By taking the time to choose the right keywords, you can ensure that your website is visible to people who are actually interested in what you have to offer.

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